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The Transformative Power of Communications

Scott Burns, CEO and co-Founder October 16, 2012

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The State of Communications

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Or is it really this?

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Results for individuals

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Targeted online advertising

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No planned budget shift in traditional to digital

Plan to shift budget from traditional to digital

Traditional to digital budget shift

*Data from MarketingCharts.com

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Effectiveness: What is our total

reach?

Engagement: What is the value of

each connection we’re making?

Value Created

Efficiency: What was the total cost of the communication?

Net Value

Where to start?

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Capturing Value

Step 1: Effectiveness (reach): Build a database

Step 2: Efficiency: Use automation and integrated solutions to streamline communications

Step 3: Engagement: Leverage ability to reach targeted audiences efficiently to drive desired results

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Step 1: Build a database

• Consolidate • Grow • Nurture

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Step 2: Streamline and connect communications

• Reuse / Repurpose • Connect (inbound/outbound/collaboration) •  Integrate through open systems (APIs)

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Step 3: Leverage reach & efficiency to drive, measure, and improve results •  Translate geek results to real results • Watch the data that matters not all the data • Change when warranted to drive results, not for sake of it

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Keep me updated on my terms

Digital Communication Management

Email

RSS

SMS/Text

Social Media

Blog

I need to submit a

question and get answers

Citizen Service Management

FAQ’s

Knowledgebase

Inquiry Submission

Case Management & Resolution

Social Media

We want to interact and collaborate on common

issues

Collaboration & Engagement

Discussion Forums

Events & Calendars

Content Sharing

Blog

Groups

GovDelivery’s Approach

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Example of Database Building: GovDelivery Network Enhancements • Network drives 100%-1,000%+ extra growth in outreach for

many federal clients

• Streamlining and Active Management in 2012 have led to 98% growth in Network Effectiveness

253,316

501,060

June - July 2011

June - July 2012

Total Network Subscribers

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Veterans Health Administration (VHA) Email Topic Sign Up 1 Enter email into Direct Sign Up Box

Confirm Email (password optional) 2

3 Presented with other Options

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Veterans Health Administration (VHA) Email Topic Sign Up Cont.

4 Answer optional questions designed by VHA

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GovDelivery Network Partners

Cross Government Promotion

VHA partners with ~20 other agencies

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Network Partners allow stakeholders to sign up for updates from VHA without ever visiting the VHA website

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VHA – GovDelivery Network Impact

Source of New Subscribers (excludes uploaded Subscribers)

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Integration & Automation

•  Lotus databases • Drupal • WordPress •  IBM Websphere • Salesforce

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Mobile development

Android & iOS integrations •  For Administrators:

GovDelivery MobileDCM App

•  For Citizens/Stakeholders: Easy topic subscription via API integration

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USA.gov – Accelerating Outreach

Leveraging Outreach Acceleration from GovDelivery Engagement Services to collaborate with other agencies in order to grow it’s subscriber base so it can connect with 50% more people.

Cross-Promoting in Footers

Cross-Promoting in One-Time Emails

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From March to September: 179,231 Net New Subscribers

384,750 393,602

406,046 413,933

469,078

541,233 552,522

565,306

300,000

350,000

400,000

450,000

500,000

550,000

600,000

Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12

Subscribers

Mar to Sep Growth Over 43%S

Started  April  2012  

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66% Increase in Opens and 156% Increase in Clicks

753,452

1,251,816

700,000

800,000

900,000

1,000,000

1,100,000

1,200,000

1,300,000

1,400,000

1,500,000

Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12

Change in Total Email Opens

Total Email Opens

Started  April  2012  

Mar to Sep Growth Over 66%

109,022

279,421

100,000

150,000

200,000

250,000

300,000

350,000

Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12

Change in Total Bulletin Link Clicks

Total Bulletin Link Clicks

Started  April  2012  

Mar to Sep Growth Over 156%

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Federal Emergency Management Agency

www.fema.gov and www.community.fema.gov From a base of 840,000+ subscribers for outbound outreach, FEMA built an online community for National Preparedness Month (September) to encourage citizens, public safety organizations and businesses to educate and empower others to prepare for and respond to emergencies including natural and man-made disasters

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NIST Manufacturing Extension Partnership

• Collaborative community connects marketing centers & other departments from across the country

• Community builds on and complements success in digital outreach and compelling blog content

NIST connects with more than 100,000 people through outbound Digital Communication Management across 180 topics. NIST MEP created an online community using GovDelivery Collaborative Community Management to connect and promote collaboration among its regional centers across the country.

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Centers for Medicare & Medicaid Services

•  Engaging millions of subscribers with 3-5 million messages per month

•  8,000-12,000 new signups monthly with increase of 30-40% from GovDelivery Network

•  Allowing those visiting FAQs to sign up for updates when answers change

•  In eight months, CMS has seen more than 850,000 visits to its FAQs, helping to drive an increase of more than 80,000 subscribers to over 2400 topics

www.medicare.gov & http://questions.medicare.gov Integrates GovDelivery Digital Communication Management (DCM) and Citizen Service Management (CSM) to drive broader outreach and better serve citizens and stakeholders with questions.

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United States Census Bureau

•  Integrating outbound digital communications with inbound customer service requests

• Engaging 300,000+ subscribers across 1700+ topics

•  In one month alone, received 175,000+ visits to FAQs, helping to drive more sign ups

• Growing subscriber outreach by 200% extra through GovDelivery Network

www.census.gov http://ask.census.gov The U.S. Census Bureau ran a national campaign incorporating use of Digital Communication Management into its outreach strategy to encourage members of the public to participate in the 2010 Census in a timely fashion. Their overall communications effectiveness saved $1.87 billion in taxpayer money.

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Government Communications

Effectiveness – Reach More People Dramatically increase the number of people you reach directly

Efficiency – Automate Complex Communications Streamline communication across email, SMS, social media, mobile and other channels

Engagement – Create Lasting Mission Value Drive users to the online and offline activities that create the most lasting value for the public and your agency

Maximize direct connections with the public through digital communications.